Summary

This tool builds the baseline for many journeys across the website.

Timeline of Activity

Activity Timeline

Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.

Summary of Website Journeys

Top line Journey Results

All major journeys across the National Trust website areas.The baseline is created from the last 30 days of data in the pre-launch phase of the previous CMS website.

All Journeys

Landing Pages

First pages of a user journey.

Device

Journeys from specfic devices or operating systems.

Commercial

Any journey that contains a commercial journey.

Top Level

Journeys from the home page onward to other significant areas of the website.

Property Pages

Journeys to a NT property page.

Discovery

Journeys categorised as a research or discovery journey.

Baseline Table

journey_name journey_type Visits_mean % New Visits_mean % Repeat Visits_mean New Visits_mean Repeat Visits_mean
ALL Affiliates pre 1036 57.7% 42.3% 599 437
ALL Affiliates post 1809 56.1% 43.8% 1067 742
ALL Android pre 33285 48.0% 52.0% 15968 17317
ALL Android post 46451 48.2% 51.8% 22405 24046
ALL Apple iOS pre 50445 64.9% 35.1% 32766 17679
ALL Apple iOS post 67939 63.7% 36.3% 43075 24863
ALL Desktop pre 35202 58.7% 41.3% 20644 14556
ALL Desktop post 39580 59.0% 41.0% 23353 16225
ALL Direct Traffic pre 15714 66.3% 33.7% 10432 5280
ALL Direct Traffic post 21758 65.8% 34.2% 14357 7397
ALL Email pre 6638 40.0% 60.0% 3526 3111
ALL Email post 4158 41.0% 58.9% 2170 1987
ALL Holidays pre 10226 58.5% 41.5% 6025 4201
ALL Holidays post 9757 59.0% 41.0% 5781 3976
ALL Main Site pre 109367 58.3% 41.7% 63841 45529
ALL Main Site post 145840 57.8% 42.2% 84218 61628
ALL Mobile pre 75911 58.3% 41.7% 44257 31653
ALL Mobile post 106241 57.4% 42.6% 60862 45379
ALL Natural Search pre 79442 56.3% 43.7% 44738 34705
ALL Natural Search post 104413 55.4% 44.6% 57797 46619
ALL New Visitors pre 62699 99.9% 0.1% 62637 57
ALL New Visitors post 81161 99.9% 0.1% 81060 94
ALL Paid Social pre 1296 71.1% 28.9% 939 357
ALL Paid Social post 2276 73.1% 26.9% 1681 596
ALL PPC pre 10872 60.9% 39.1% 6647 4224
ALL PPC post 15333 59.4% 40.6% 9135 6199
ALL Repeat Visitors pre 56294 12.1% 88.0% 6791 49506
ALL Repeat Visitors post 73671 11.4% 88.6% 8389 65285
ALL SEO pre 78303 64.3% 35.7% 50355 27949
ALL SEO post 102709 63.7% 36.3% 65393 37318
ALL Shop pre 3174 59.6% 40.4% 1892 1282
ALL Shop post 3503 59.4% 40.6% 2086 1418
ALL Social pre 1293 82.4% 17.6% 1066 227
ALL Social post 1719 83.7% 16.3% 1438 281
ALL Tablet pre 7859 57.3% 42.7% 4513 3346
ALL Tablet post 8987 58.0% 42.0% 5218 3769
ALL Visits pre 118993 58.3% 41.7% 69428 49563
ALL Visits post 154832 57.8% 42.2% 89450 65380
Commercial: Donate Checkout Steps 1-2 pre 184 NA NA NA NA
Commercial: Donate Checkout Steps 1-2 post 148 NA NA NA NA
Commercial: Holidays Checkout Steps 1-4 pre 221 NA NA NA NA
Commercial: Holidays Checkout Steps 1-4 post 180 NA NA NA NA
Commercial: Membership Checkout Steps 1-4 pre 1604 NA NA NA NA
Commercial: Membership Checkout Steps 1-4 post 2518 NA NA NA NA
Commercial: Renew Checkout Steps 1-3 pre 120 NA NA NA NA
Commercial: Renew Checkout Steps 1-3 post 189 NA NA NA NA
Commercial: Shop Checkout Steps 1-4 pre 216 NA NA NA NA
Commercial: Shop Checkout Steps 1-4 post 213 NA NA NA NA
Days Out Entry pre 1810 27.4% 72.6% 501 1309
Days Out Entry post 2834 29.4% 70.6% 846 1988
Days Out to Places Map pre 3334 31.1% 68.9% 1044 2290
Days Out to Places Map post 4273 32.2% 67.8% 1386 2888
Days Out to Places Search pre 8752 34.2% 65.8% 3004 5748
Days Out to Places Search post 11287 35.2% 64.8% 4006 7281
Days Out to Property Page pre 3263 32.1% 67.9% 1049 2214
Days Out to Property Page post 4878 33.5% 66.5% 1640 3238
Email: Any Engagement with Newsletter pre 7248 28.6% 71.4% 3350 3898
Email: Any Engagement with Newsletter post 4684 24.8% 75.2% 1950 2734
Holidays Entry pre 2481 29.3% 70.7% 726 1755
Holidays Entry post 2190 32.1% 67.9% 706 1484
Holidays: Any Holidays Page to Step 1 pre 394 15.5% 84.5% 63 331
Holidays: Any Holidays Page to Step 1 post 348 16.8% 83.2% 59 289
Home to Art pre 219 30.3% 69.8% 65 154
Home to Art post 205 35.5% 64.5% 72 133
Home to Days Out pre 4582 30.3% 69.7% 1394 3188
Home to Days Out post 4683 30.4% 69.6% 1428 3254
Home to Donate Form pre 104 22.5% 77.6% 22 82
Home to Donate Form post 114 21.3% 78.7% 24 91
Home to Holidays pre 753 24.5% 75.5% 185 568
Home to Holidays post 774 25.6% 74.4% 198 576
Home to Join pre 2316 32.7% 67.3% 762 1554
Home to Join post 3330 33.3% 66.7% 1107 2223
Home to Our Cause pre 491 28.2% 71.8% 136 355
Home to Our Cause post 524 31.7% 68.3% 164 360
Home to Search Results pre 3323 26.6% 73.4% 887 2436
Home to Search Results post 3721 26.7% 73.3% 994 2727
Home to Shop pre 893 27.8% 72.2% 247 646
Home to Shop post 932 30.1% 69.9% 280 652
Home to Support pre 265 24.6% 75.5% 64 202
Home to Support post 293 28.0% 72.0% 81 212
Homepage Entry pre 13553 33.6% 66.4% 4567 8987
Homepage Entry post 17606 33.8% 66.2% 5946 11661
Join Us Entry pre 9529 39.0% 61.0% 3728 5802
Join Us Entry post 14845 40.5% 59.5% 6017 8829
Members Area Entry pre 2248 27.6% 72.4% 905 1343
Members Area Entry post 444 20.8% 79.2% 130 313
Membership: Join Us pre 3158 33.0% 67.0% 1050 2109
Membership: Join Us post 4847 34.0% 66.0% 1646 3201
Membership: Renew pre 462 30.9% 69.1% 142 320
Membership: Renew post 666 32.3% 67.7% 214 452
Property Page Seen pre 77656 57.3% 42.7% 44532 33126
Property Page Seen post 106337 56.8% 43.2% 60345 45997
Shop Entry pre 2264 23.4% 76.6% 539 1725
Shop Entry post 1550 30.1% 69.9% 466 1084
Shop: Any Shop Page to Step 1 pre 495 24.1% 75.9% 119 376
Shop: Any Shop Page to Step 1 post 530 26.3% 73.7% 139 391

Journeys in Detail

Journey Performance

Baseline Summary

Below is a summary of the website journeys looking at data from Dec 19 to Jun 13.
This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.

Journey Name Baseline Visits New Site Visits Avg. % Visits Diff.
Members Area Entry 2248 444 -80.2
ALL Email 6638 4158 -37.4
Email: Any Engagement with Newsletter 7248 4684 -35.4
Shop Entry 2264 1550 -31.5
Commercial: Donate Checkout Steps 1-2 184 148 -19.6
Commercial: Holidays Checkout Steps 1-4 221 180 -18.6
Holidays Entry 2481 2190 -11.7
Holidays: Any Holidays Page to Step 1 394 348 -11.7
Home to Art 219 205 -6.4
ALL Holidays 10226 9757 -4.6

Below is a summary of the total number of journeys which are higher or lower than their baseline.

Journeys Higher or Lower than Baseline # No. 
Lower 11
Higher 37

Journey Heatmap

Anomaly Analysis By Journey

Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.

Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).

Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.

Pre Launch Anomalies
Post Launch Anomalies
Journey Name Positive Negative Net Positive Negative Net
Home to Support 4 21 -17 0 49 -49
Home to Our Cause 4 8 -4 2 41 -39
Home to Art 4 24 -20 1 32 -31
Home to Donate Form 3 14 -11 1 32 -31
Home to Shop 5 16 -11 0 22 -22
Home to Search Results 10 21 -11 1 20 -19
Home to Holidays 4 11 -7 1 18 -17
Home to Days Out 12 14 -2 1 17 -16
Days Out to Property Page 9 23 -14 1 13 -12
Home to Join 3 11 -8 3 15 -12
Commercial: Membership Checkout Steps 1-4 2 24 -22 2 12 -10
Days Out to Places Map 3 8 -5 2 12 -10
Holidays Entry 5 2 3 2 12 -10
Days Out to Places Search 9 13 -4 2 11 -9
Join Us Entry 5 3 2 4 13 -9
Membership: Renew 4 14 -10 3 12 -9
Homepage Entry 8 12 -4 2 10 -8
Membership: Join Us 4 16 -12 3 11 -8
Shop: Any Shop Page to Step 1 3 13 -10 3 11 -8
Days Out Entry 7 13 -6 3 10 -7
Commercial: Shop Checkout Steps 1-4 3 7 -4 1 7 -6
Commercial: Holidays Checkout Steps 1-4 3 11 -8 1 6 -5
Holidays: Any Holidays Page to Step 1 5 11 -6 1 6 -5
ALL Direct Traffic 1 0 1 5 8 -3
ALL Desktop 8 3 5 3 4 -1
ALL Mobile 12 6 6 6 7 -1
ALL New Visitors 5 5 0 6 7 -1
ALL Visits 5 7 -2 5 6 -1
Commercial: Donate Checkout Steps 1-2 0 6 -6 1 2 -1
Property Page Seen 15 11 4 3 4 -1
ALL Apple iOS 11 6 5 6 6 0
ALL Natural Search 18 11 7 4 4 0
Members Area Entry 11 2 9 0 0 0
Shop Entry 2 2 0 0 0 0
ALL Android 8 5 3 8 7 1
ALL Holidays 21 2 19 1 0 1
ALL Repeat Visitors 8 6 2 6 5 1
ALL SEO 20 13 7 5 4 1
ALL Shop 2 3 -1 1 0 1
ALL Affiliates 10 6 4 14 12 2
ALL Email 6 1 5 2 0 2
ALL Main Site 5 5 0 7 5 2
ALL Social 3 1 2 5 3 2
ALL Tablet 9 1 8 4 2 2
Email: Any Engagement with Newsletter 13 2 11 2 0 2
ALL Paid Social 0 0 0 3 0 3
ALL PPC 4 5 -1 7 1 6
Commercial: Renew Checkout Steps 1-3 5 5 0 8 1 7

Commercial Analysis

Membership

Insights:

Summary

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 1029 observed on 16 Mar.

  • [Max] During this period, the amount of Visits peaked at 5156 on 15 Apr.

  • [Average] This was -52.3% less than the average of 2155.

  • [Spike] The most recent peak in Visits increased notably on 02 May, where a significant peak of 4008 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been POSITIVE. This is a 1.3% difference from the previous week.

Funnel

Week on Week performance

Membership funnel completions through the journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Membership Revenue (ev5)

  • [Min] The lowest amount of Membership Revenue (ev5) was £45916.4 observed on 02 Mar.

  • [Max] During this period, the amount of Membership Revenue (ev5) peaked at £204457.2 on 15 Apr.

  • [Average] This was -49.3% less than the average of £90612.

  • [Spike] The most recent peak in Membership Revenue (ev5) increased notably on 02 May, where a significant peak of £156998.4 Membership Revenue (ev5) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.9% difference from the previous week.

Sales

Insight for Journey: Commercial: Membership Checkout Steps 1-4

Evaluating metric: Membership Step 4.0 - Confirmation (Serialized) (ev26)

  • [Min] The lowest amount of Membership Step 4.0 - Confirmation (Serialized) (ev26) was 349 observed on 18 Feb.

  • [Max] During this period, the amount of Membership Step 4.0 - Confirmation (Serialized) (ev26) peaked at 1669 on 15 Apr.

  • [Average] This was -52.5% less than the average of 735.

  • [Spike] The most recent peak in Membership Step 4.0 - Confirmation (Serialized) (ev26) increased notably on 02 May, where a significant peak of 1300 Membership Step 4.0 - Confirmation (Serialized) (ev26) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been POSITIVE. This is a 1.2% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
29 - 04 June Commercial: Membership Checkout Steps 1-4 8844 7507 6945 6437 772620
05 - 11 June Commercial: Membership Checkout Steps 1-4 5581 4765 4400 4036 500517

Channels

Membership conversions by Channel. Start: 2022-06-05 to 2022-06-12.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 107.

Renewals

Insights:

Summary

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 54 observed on 10 Mar.

  • [Max] During this period, the amount of Visits peaked at 441 on 23 Apr.

  • [Average] This was -66.2% less than the average of 160.

  • [Spike] The most recent peak in Visits increased notably on 20 May, where a significant peak of 379 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0.1% difference from the previous week.

Funnel

Week on Week performance

Renewal funnel completions through the journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Renew Revenue - Serialized (ev79)

  • [Min] The lowest amount of Renew Revenue - Serialized (ev79) was £1297.8 observed on 18 Mar.

  • [Max] During this period, the amount of Renew Revenue - Serialized (ev79) peaked at £28279.28 on 23 Apr.

  • [Average] This was -83.6% less than the average of £7909.

  • [Spike] The most recent peak in Renew Revenue - Serialized (ev79) increased notably on 20 May, where a significant peak of £24130.24 Renew Revenue - Serialized (ev79) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.1% difference from the previous week.

Sales

Insight for Journey: Commercial: Renew Checkout Steps 1-3

Evaluating metric: Renew Step 3.0 - Confirmation - Serialized (ev76)

  • [Min] The lowest amount of Renew Step 3.0 - Confirmation - Serialized (ev76) was 13 observed on 18 Mar.

  • [Max] During this period, the amount of Renew Step 3.0 - Confirmation - Serialized (ev76) peaked at 296 on 23 Apr.

  • [Average] This was -84% less than the average of 81.

  • [Spike] The most recent peak in Renew Step 3.0 - Confirmation - Serialized (ev76) increased notably on 20 May, where a significant peak of 260 Renew Step 3.0 - Confirmation - Serialized (ev76) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a 0% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 - Confirm £ Revenue
29 - 04 June Commercial: Renew Checkout Steps 1-3 1021 878 677 68926
05 - 11 June Commercial: Renew Checkout Steps 1-3 851 849 576 56975

Channels

Renewals conversions by Channel. Start: 2022-06-05 to 2022-06-12.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 97.

Holidays

Insights:

Summary

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 116 observed on 16 Apr.

  • [Max] During this period, the amount of Visits peaked at 488 on 30 Dec.

  • [Average] This was -50.4% less than the average of 234.

  • [Spike] The most recent peak in Visits increased notably on 16 Jan, where a significant peak of 434 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.3% difference from the previous week.

Funnel

Week on Week performance

Holidays funnel completions through the journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Holidays Booking Total Revenue (Serialised) (ev125)

  • [Min] The lowest amount of Holidays Booking Total Revenue (Serialised) (ev125) was £15952.1 observed on 23 Dec.

  • [Max] During this period, the amount of Holidays Booking Total Revenue (Serialised) (ev125) peaked at £104127.55 on 08 Jan.

  • [Average] This was -61.7% less than the average of £41663.

  • [Spike] The most recent peak in Holidays Booking Total Revenue (Serialised) (ev125) increased notably on 30 Jan, where a significant peak of £84188.2 Holidays Booking Total Revenue (Serialised) (ev125) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.7% difference from the previous week.

Sales

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Holidays Booking Step 4.0 - Confirmation - Serialised (ev134)

  • [Min] The lowest amount of Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) was 15 observed on 16 Apr.

  • [Max] During this period, the amount of Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) peaked at 129 on 08 Jan.

  • [Average] This was -65.9% less than the average of 44.

  • [Spike] The most recent peak in Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) increased notably on 15 Jan, where a significant peak of 88 Holidays Booking Step 4.0 - Confirmation - Serialised (ev134) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.8% difference from the previous week.

Metrics

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
29 - 04 June Commercial: Holidays Checkout Steps 1-4 305 275 268 246 288038
05 - 11 June Commercial: Holidays Checkout Steps 1-4 290 260 246 234 235329

Channels

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 72.

Shop

Summary

Insight for Journey: Commercial: Shop Checkout Steps 1-4

Evaluating metric: Visits

  • [Min] The lowest amount of Visits was 85 observed on 10 Jan.

  • [Max] During this period, the amount of Visits peaked at 1019 on 30 Dec.

  • [Average] This was -64.3% less than the average of 238.

  • [Spike] The most recent peak in Visits increased notably on 22 Jan, where a significant peak of 727 Visits was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been POSITIVE. This is a 1.5% difference from the previous week.

Funnel

Week on Week performance

Shop funnel completions through the checkout journey.
Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Week on Week performance

Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 29-May to 04-Jun.
Last 7 Days: 05-Jun to 11-Jun.

Hover over for fallout details at each stage.

Revenue

Insight for Journey: Commercial: Holidays Checkout Steps 1-4

Evaluating metric: Holidays Booking Total Revenue (Serialised) (ev125)

  • [Min] The lowest amount of Holidays Booking Total Revenue (Serialised) (ev125) was £15952.1 observed on 23 Dec.

  • [Max] During this period, the amount of Holidays Booking Total Revenue (Serialised) (ev125) peaked at £104127.55 on 08 Jan.

  • [Average] This was -61.7% less than the average of £41663.

  • [Spike] The most recent peak in Holidays Booking Total Revenue (Serialised) (ev125) increased notably on 30 Jan, where a significant peak of £84188.2 Holidays Booking Total Revenue (Serialised) (ev125) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been NEGATIVE. This is a -0.7% difference from the previous week.

Sales

Insight for Journey: Commercial: Shop Checkout Steps 1-4

Evaluating metric: Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)

  • [Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 0 observed on 10 Jan.

  • [Max] During this period, the amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) peaked at 499 on 30 Dec.

  • [Average] This was -100% less than the average of 84.

  • [Spike] The most recent peak in Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) increased notably on 22 Jan, where a significant peak of 342 Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was observed.

  • [Trend] Throughout the duration of the analysis period, the overall trend has been NEGATIVE. In the previous week the trend was NEGATIVE over the last 7 days the trend has been POSITIVE. This is a 1.6% difference from the previous week.

Metrics

Here is the individual trends for shop sales. Add Revenue events too.

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirm £ Revenue
29 - 04 June Commercial: Shop Checkout Steps 1-4 722 563 562 520 20026
05 - 11 June Commercial: Shop Checkout Steps 1-4 924 711 705 654 28397

Channels

Shop conversions by Channel. Start: 2022-06-05 to 2022-06-12.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 4.

Search Analysis

## A total of 3457 rows have been pulled.
## [1] "Search terms for day: 1 of 15 - Completed: 2022-06-02  - Progress: 7%"
## A total of 3215 rows have been pulled.
## [1] "Search terms for day: 2 of 15 - Completed: 2022-06-03  - Progress: 13%"
## A total of 2843 rows have been pulled.
## [1] "Search terms for day: 3 of 15 - Completed: 2022-06-04  - Progress: 20%"
## A total of 2626 rows have been pulled.
## [1] "Search terms for day: 4 of 15 - Completed: 2022-06-05  - Progress: 27%"
## A total of 2712 rows have been pulled.
## [1] "Search terms for day: 5 of 15 - Completed: 2022-06-06  - Progress: 33%"
## A total of 2613 rows have been pulled.
## [1] "Search terms for day: 6 of 15 - Completed: 2022-06-07  - Progress: 40%"
## A total of 2697 rows have been pulled.
## [1] "Search terms for day: 7 of 15 - Completed: 2022-06-08  - Progress: 47%"
## A total of 2562 rows have been pulled.
## [1] "Search terms for day: 8 of 15 - Completed: 2022-06-09  - Progress: 53%"
## A total of 2462 rows have been pulled.
## [1] "Search terms for day: 9 of 15 - Completed: 2022-06-10  - Progress: 60%"
## A total of 2735 rows have been pulled.
## [1] "Search terms for day: 10 of 15 - Completed: 2022-06-11  - Progress: 67%"
## A total of 2784 rows have been pulled.
## [1] "Search terms for day: 11 of 15 - Completed: 2022-06-12  - Progress: 73%"
## A total of 2821 rows have been pulled.
## [1] "Search terms for day: 12 of 15 - Completed: 2022-06-13  - Progress: 80%"
## A total of 2506 rows have been pulled.
## [1] "Search terms for day: 13 of 15 - Completed: 2022-06-14  - Progress: 87%"
## A total of 2499 rows have been pulled.
## [1] "Search terms for day: 14 of 15 - Completed: 2022-06-15  - Progress: 93%"
## A total of 2650 rows have been pulled.
## [1] "Search terms for day: 15 of 15 - Completed: 2022-06-16  - Progress: 100%"
Search Term Total Searches
notfound 1402
cornwall 578
mottisfont 507
dogs 443
devon 394
cancel membership 374
jobs 352
map 330
sutton hoo 289
chartwell 280
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-17 2022-05-17 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 1 of 31 - Completed: 2022-05-17  - Progress: 3%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-18 2022-05-18 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 2 of 31 - Completed: 2022-05-18  - Progress: 6%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-19 2022-05-19 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 3 of 31 - Completed: 2022-05-19  - Progress: 10%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-20 2022-05-20 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 4 of 31 - Completed: 2022-05-20  - Progress: 13%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-21 2022-05-21 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 5 of 31 - Completed: 2022-05-21  - Progress: 16%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-22 2022-05-22 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 6 of 31 - Completed: 2022-05-22  - Progress: 19%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-23 2022-05-23 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 7 of 31 - Completed: 2022-05-23  - Progress: 23%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-24 2022-05-24 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 8 of 31 - Completed: 2022-05-24  - Progress: 26%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-25 2022-05-25 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 9 of 31 - Completed: 2022-05-25  - Progress: 29%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-26 2022-05-26 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 10 of 31 - Completed: 2022-05-26  - Progress: 32%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-27 2022-05-27 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 11 of 31 - Completed: 2022-05-27  - Progress: 35%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-28 2022-05-28 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 12 of 31 - Completed: 2022-05-28  - Progress: 39%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-29 2022-05-29 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 13 of 31 - Completed: 2022-05-29  - Progress: 42%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-30 2022-05-30 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 14 of 31 - Completed: 2022-05-30  - Progress: 45%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-05-31 2022-05-31 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 15 of 31 - Completed: 2022-05-31  - Progress: 48%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-01 2022-06-01 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 16 of 31 - Completed: 2022-06-01  - Progress: 52%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-02 2022-06-02 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 17 of 31 - Completed: 2022-06-02  - Progress: 55%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-03 2022-06-03 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 18 of 31 - Completed: 2022-06-03  - Progress: 58%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-04 2022-06-04 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 19 of 31 - Completed: 2022-06-04  - Progress: 61%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-05 2022-06-05 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 20 of 31 - Completed: 2022-06-05  - Progress: 65%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-06 2022-06-06 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 21 of 31 - Completed: 2022-06-06  - Progress: 68%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-07 2022-06-07 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 22 of 31 - Completed: 2022-06-07  - Progress: 71%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-08 2022-06-08 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 23 of 31 - Completed: 2022-06-08  - Progress: 74%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-09 2022-06-09 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 24 of 31 - Completed: 2022-06-09  - Progress: 77%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-10 2022-06-10 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 25 of 31 - Completed: 2022-06-10  - Progress: 81%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-11 2022-06-11 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 26 of 31 - Completed: 2022-06-11  - Progress: 84%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-12 2022-06-12 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 27 of 31 - Completed: 2022-06-12  - Progress: 87%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-13 2022-06-13 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 28 of 31 - Completed: 2022-06-13  - Progress: 90%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-14 2022-06-14 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 29 of 31 - Completed: 2022-06-14  - Progress: 94%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-15 2022-06-15 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 30 of 31 - Completed: 2022-06-15  - Progress: 97%"
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-06-16 2022-06-16 dimensions: query dimensionFilterExp:  searchType: web aggregationType: auto
## [1] "Search Console data for : 31 of 31 - Completed: 2022-06-16  - Progress: 100%"
## `summarise()` has grouped output by 'day'. You can override using the `.groups` argument.
## `summarise()` has grouped output by 'day'. You can override using the `.groups` argument.
Product Type Clicks Impressions Position CTR
Shop 335 11136 3.983092 3.008262
Other 1029194 6718850 1.962824 15.318008
Membership 24259 102095 1.164694 23.761203
Holidays 7542 265681 5.277072 2.838743
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-03-19 2022-06-16 dimensions: date dimensionFilterExp:  searchType: web aggregationType: auto
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-03-19 2022-06-16 dimensions: device dimensionFilterExp:  searchType: web aggregationType: auto
## Fetching search analytics for url: https://www.nationaltrust.org.uk dates: 2022-03-19 2022-06-16 dimensions: page dimensionFilterExp:  searchType: web aggregationType: auto

Events

Events with No Data

The following events have no data for the report period:

event Name Description Type
event7 National Newsletter Sign Up Step 1.0 (ev7) - int
event16 Holidays Newsletter Sign Up Step 1.0 (ev16) - int
event38 National Newsletter Sign Up Step 2.0 (ev38) - int
event40 Holidays Newsletter Sign Up Step 2.0 (ev40) - int
event140 Holidays Brochure Request - Finish (ev140) - int
event160 Commemorative Search - Step 1.0 (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 1.0 of the commemorative search funnel int
event161 Commemorative Search - Step 2.0 (Serialized) (Legacy Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 2.0 of the commemorative search funnel int
event162 Commemorative Search - Step 3.0 (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 3.0 of the commemorative search funnel int
event163 Commemorative Search - Step 4.0 - Confirmation (Serialized) (Legacy) Note: Functionality disabled 02/12/2020 Note: Serialization added 28/10/2020 Event to count step 4.0 of the commemorative search funnel int
event183 Shop - Newsletter Sign Up Step 1.0 (ev183) - int
event184 Shop - Newsletter Sign Up Step 2.0 (ev184) - int
event185 Shop - Newsletter Sign Up Step 3.0 (Complete) (ev185) - int
event194 UGC - Your Story Step 1.0 - Your Story (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event195 UGC - Your Story Step 2.0 - Your Details (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event196 UGC - Your Story Step 3.0 - Preview (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event197 UGC - Your Story Step 4.0 - Complete (Serialized) Note: Serialization added 28/10/2020. Data before this date is not serialized. int
event212 COVID-19 - Payment Break - Step 1.0 (Legacy) Legacy. Event not serialised. This funnel was replaced on 22/10/2020 by the Combined payment break funnel. int
event213 COVID-19 - Payment Break - Step 2.0 (Legacy) Legacy. Event not serialised. This funnel was replaced on 22/10/2020 by the Combined payment break funnel. int
event214 Payment Break - Step 1.0 (Serialised)

Counter for the number of Combine Payment Breaks starts. Updated on 22/10/2020.

Previously this metric was: COVID-19 Discount on Renewal - Step 1.0. This metric was not serialised.
int
event217 Payment Break - Step 2.0 - Failed (Serialised) Counter of the number of times a user has completed the Payment Breaks/Discounts funnel but does not have any accepted memberships (all memberships are declined) int

Events with Minimal Data

The following events have minimal data for the report period, defined as having a total value below 100 in the assessed timeframe:

event Name Description Type Event Total
event8 National Newsletter Sign Up Step 3.0 (Complete) (ev8) - int 15
event17 Holidays Newsletter Sign Up Step 3.0 (Complete) (ev17) - int 4
event19 Membership Payment Declined (ev19) - int 14
event36 Brand Modal Clicks (ev36) Counts 1 every time a brand modal box is opened int 25
event41 Holidays Newsletter Unsubscribe Complete (ev41) - int 2
event43 Tweet This Clicks (ev43) - int 34
event102 MyNT Mobile Registration - Step 2.0 (ev102) Counts the number of times users reach step 2.0 of the MyNT Funnel using the mobile app registration funnel int 33
event111 Donate Payment Cancelled (ev111) - int 88
event112 Donate Payment Declined (ev112) - int 5
event117 Donate DIY Fundraising Step 1.0 - Your Details (Serialized) (ev117) Serialized event to count step 1.0 only once per DIY Fundraisingapplication ID int 4
event118 Donate DIY Fundraising Step 2.0 - Kit Request Complete (Serialized) (ev118) erialized event to count step 2.0 only once per DIY Fundraisin gapplication ID int 1
event129 Holidays Booking - Personal Details Updated (ev129) - int 73
event130 Holidays Booking - Property Details Updated (ev130) - int 61
event135 Holidays - Campsite Booking Clicked Counts the number of users who clicked through the “Check prices and Availability” exit link to Campsitebookings.nationaltrust.org.uk (On Campsite Holiday pages only) int 2
event137 Holidays Booking - Billing Address Updated (ev137) - int 18
event139 Holidays Booking - Optional Extras Updated (ev139) - int 6
event141 Holidays Brochure Request - Start (ev141) - int 25
event186 Shop - Newsletter Unsubscribe Complete (ev186) - int 4
event203 CPC - Unknown Supporter Step 2.0 Complete (Serialised) (ev203) - int 32
event211 Gift in Will -Step 2.0 Registration Form Complete Counter of all Gift in Wills completes (confirmation page) int 80
event215 Payment Break - Step 2.0 - Success (Serialised)

Counter for the number of Combine Payment Breaks successful completes. Updated on 22/10/2020.

Previously this was: COVID-19 Discount on Renewal - Step 2. This metric was not serialised. and did not distinguish between successful and failed attempts
int 1
 

Developed in R by Alan Millington

Alan.Millington@nationaltrust.org.uk